In recent years, filmmakers have shown renewed interest in shooting their projects in Kashmir. Right when there were apprehensions about visiting Kashmir, a new heart-warming tourism short film is out to change some perceptions.

A new tourism video has been released that showcases Kashmiri hospitality and their welcoming nature, the ad is also aimed at changing the perception that Kashmir valley is not safe for tourists.

The short film titled the ‘Warmest Place On Earth’ has already garnered millions of views on social media. The film is about a young couple on their first visit to Kashmir, they are welcomed by a stranger in Srinagar who makes their trip a memorable one.

“Primary problem confronting this destination is the negative perception and if you have to take this problem head on we had to come with a very strong message,” said Mehmood Shah, director of Kashmir tourism.

Jammu and kashmir The warmest place on earth

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Soon after the film’s release, Chief Minister Mehbooba Mufti made her debut on Twitter with the video. It was quickly followed by Bollywood stars who shared the video widely.

While Indian filmmakers and tourists have started revisiting Kashmir in recent years, the year 2016 was particularly bad for tourism (due to the unrest that killed over 100 civilians). The film has come at a time when the valley is limping back to normalcy and tour operators are hoping for a revival.